Marketing Secrets with Russell Brunson - Geometric Funnel Growth... The Real Secret To Scale

Episode Date: January 12, 2022

If you want to stop playing checkers and start playing chess, listen to today’s episode. Hit me up on IG! @russellbrunson Text Me! 208-231-3797 Join my newsletter at marketingsecrets.com ClubHouseWithRussell.com Magnetic Marketing ---Transcript--- Good morning everybody. Welcome back to the Marketing Secrets Podcast. Today I want to talk about something interesting, about when you have a success and you have a win, how to take that and roll it on to geometrically grow everything else you did inside your business. So I hope you guys are awesome today. It's been snowing here in Boise, and then today it's been raining so it's all slushy, and I've had fun driving kids to school this morning. This is one of my favorite things, is to drive them and have a chance to talk to them. It makes me sad because my twins are about to get their licenses and then I'll probably not get to drive them anymore. But until they do, I'm enjoying it and it's just really fun. Just dropped off Aiden, my little man, at school and have a few minutes while I'm heading back to the office. And I was thinking about something that I thought would be helpful for all of you guys, because I don't see this happen enough. In fact, I noticed with a lot of us entrepreneurs, we do something that works really good and then we move on to the next thing as opposed to being like, "Hey, that worked really good. We should do more of that, or we should focus on that, or we should go deeper on that." A good example just happened recently. As you guys know, I bought Dan Kennedy's company and then we relaunched it last month. The relaunch went really, really well. And the way we launched it is we took ... it was a concept that Dan Kennedy and Bill Glazer did back 15, 18, I don't know how many years ago, when Bill first bought the company. The company's basically a newsletter company, it had the Magnetic Marketing newsletter. And so when Bill bought it, he was like, "I want to grow this" so he created something that he called the MIFGE. I talked about it on the podcast before, stands for Most Incredible Free Gift Ever. And they launched it and that's how the newsletter grew originally. And then they sold the company to private equity firms, who as a rule are not very good at actually marketing the way that we all market. And they ran the business to the ground over the next decade. So I had a chance to buy it out of that. And the first thing I did is, well, what worked in the past? Oh, the MIFGE, we should remake the MIFGE. So we built the MIFGE, we launched it, and from the MIFGE we added over 4000 new paying members into the newsletter. So I want to do the math on that for you, because it makes this really interesting. And obviously people are going to cancel, but let's just say they don't. So we added 4000 people at $97 a month. That's $400,000 a month, times 12 months in a year, that's an extra 4.8 million dollar-a-year business we launched in a weekend by creating a really good MIFGE offer. That's awesome. And again, like I said, there's going to be a churn and things are going to drop, we're also going to start buying ads to it. The funnel converted extremely well. I think I talked about that, if not... Hopefully you signed up through the funnel and you got the first January's newsletter because I break down the funnel. But we're averaging 200 and something dollars for every free trial. So I can spend $200 to get a free trial and still be profitable, which is insane. And now it's making that business where we can start growing it and scaling it, and I think by summertime I could have 10,000 members in there, pay $97 a month which is a million dollar-a-month business on info product, a newsletter. It's insane. And so for me, I am the worst at keeping secrets, that's why all my books are called DotCom Secrets, Expert Secrets, Traffic Secrets, because I just tell everyone my secrets. And on the podcast I shared this, in the first issue of the newsletter I'm sharing it. I'm not good at keeping secrets. But it's interesting because I'll share that with most people and like, "oh that's so cool, that's awesome." And then they don't do anything with it. I have somebody who I love and respect who I shared it with, probably one of the first people I shared it with, and I thought they were going to grab it and take it. And then I saw their next offer run out and they could have done the model that I did with the offer they did. It would've fit. It would've been a simple tweak to make it match that, and then they didn't. And they launched something and they didn't follow the model and I was like, "man, if somebody told me that they had a funnel that was averaging 200 and ... $230, it might have been ... Anyway, insane EPC, average cart value. It isn't my market, it's something similar. I would look at that, I would've funnel hacked it and I would've called an audible before I launched my funnel and made tweaks and changes based on it. But they didn't, they just said, "oh wow, that's amazing, that's so cool." And then they went on. And I'm sure a lot of you guys heard me talk about it and you're like, "oh, that's so cool" and then you went on. The way to leverage this stuff, to leverage my wins, to leverage your wins, to leverage what's working in the market is to not do that. So for example, we launched the MIFGE offer, it killed it. We had an urgency and scarcity where it closed down for two weeks or something like that. I think it just went back live a day or two ago. If you go to noBSletter.com, you can see the funnel. But after we shut it down, the first question was "man, that works really good. We should create a MIFGE for ClickFunnels." That was the first thing. "It worked here, let's do it again." Where most people are like "That worked awesome", and then they move on to the next thing and they forget about the success. So we sat down and said, "how would we make a MIFGE for ClickFunnels? What would that look like? How do we make it so the offers are irresistible, so it gets people to stick longer? So it gets our average cart value up front higher?" Right now, for me to get a ClickFunnels trial, just so you guys know, in paid media, for my paid ads, it costs me $300. Between 250 and $300, depending on a lot of things, to get somebody to sign up for free ClickFunnels trial. Which is fine because our lifetime value of a customer is really, really high so we can do it. But it's a float. It takes me three to four months. And honestly longer than that, because you have churn and breakage and all that kind of stuff. It takes a good almost a year to break even from me buying to get someone to sign up for a ClickFunnels trial, which is fine. But if I could tweak my front end funnel so that I was making 250, $300 for every trial we signed up, now I break even immediately and now guess what? I can out-scale everybody once again. And so I'm like, "how do I do that?" Well, we need a ClickFunnels MIFGE offer. And so that's what we did. We spent three hours, in a room, "how do we make a ClickFunnels most incredible free gift ever?" That's what MIFGE stands for. Most Incredible Free Gift Ever. And we structured it, we sat down and we mapped it out, and we're like, "now we have this, what's the hook? What's the story? Why are we doing this? What's the offer? What do we send them in the mail so we can get the physical address? How do we build community? How do we build culture? How do we weave all that stuff into an incredible offer?" And when it was done, we literally mapped it out. And I sat there and I was like, "oh my gosh, this will change ClickFunnels forever." And it's so simple. It's nothing complicated. All of us make good offers. We sell something. But looking at it through the lens of the most incredible free gift ever, and then looking at the funnel we built for the Dan Kennedy company and how high the average cart value and how high the EPCs were, how high everything was. It's like, okay, let's take this model and let's replicate it over here. And so for you guys, I just want you to understand when I share something, I'm excited and I'm ... it's not like, "oh cool, Russell. That's awesome." It should be like, "okay, how do I implement this in my business?" That'd be the first question I'd be asking myself instantly, is how do I take this and do it, because it's awesome? I want to put that out there, because I see a lot of people who don't do those kind of things. Like when we launched the Traffic Secrets book funnel, it was the highest converting book funnel I'd done to date. It was awesome. And so instead of being like, "man, that's awesome. The Traffic Secrets book funnel's great." I said, "okay, what did we learn on this? What was the layout? The style, design, the tweak… like what did we do different in this one than the other ones?" We took those things and we moved them and we took all those best practices, all things we figured out. And we did them on the other book funnels. We went backwards in time. Now all the book funnels match the model and they're all converting high. And right now we're in the process of re-tweaking with the book funnels to try to increase the cart value. And we're trying things and tweaking things and testing things. As soon as we get it to work, then guess what we're going to do instantly? Take those changes and roll them across all the book funnels. So I want you guys to understand that's how you double down on these things, how you get consistently better. Geometrically better, not just incrementally. A lot of people have incremental wins. They add this thing, they get a little better, add this thing, they get a little bit better. Whereas I'm looking at geometry, how do we geometrically grow what we're doing? Because I don't want to go from $150 million to $170 million. That's not inspiring or exciting or anything. I want to go from $150 million to $300 million. How do you do that? You don't do it by playing checkers. You do it by playing chess. Geometrically thinking differently, strategically. When you have a win, you got to compound that win upon the other win as opposed to just "oh, we had a win. Cool." And the moving on to the next thing. Everything needs to compound and increase and get better and get better. But to do that, it takes you becoming passionate about this. I've talked about this a lot over the years. You got to become more passionate about the marketing of your thing than you do about the thing. All of us have the thing that we're selling, that we're in love with, the reason why we got in this business. But if you really love that thing, whatever your product, your service, your message is. If you really love that, you have to become obsessed with the selling of that thing. One of the biggest mistakes I see influencers and people do is that they love their thing. They're having success and they want to go hire a funnel builder. They want to outsource it to somebody else. They want to ... "who do I hire to become a marketing team? Who can I outsource this to?" And it's like, "ah, you're missing it. That's the best part, to figure out how to get your thing into people's hands." If you become obsessed with that part of it, that's how you really grow and scale and dramatically grow your companies. So for all you guys who are listening, I wanted to look at that lens of number one, when I'm dropping gold, when I'm dropping like, "this funnel's killing it." Funnel hack it, look at it. And then look at your old funnels. "How do I weave this model in?" That's number one. Number two, same thing for yourself. When you have a win, don't just be like "cool. That was awesome." Go back and roll that win across everything else so you can geometrically grow everything you're doing. And number three, become obsessed with this game. Again, the ones who are winning at the highest level are the ones who obsess. They keep going into this and keep figuring things out and they have so much fun with it. And then they layer it on and they do the next thing and the next thing, and that's when you can really have fun and enjoy this. So I hope that helps. I hope that gets your mind thinking a little bit differently. If it does, and you enjoyed this, then please let me know. All right. Thanks you guys for listening, I appreciate you. Thanks for listening to this podcast. And by the way, if you haven't heard yet, with the launch of Danny Kennedy's company, we launched the Magnetic Marketing Podcast, which is basically, I found tons of old Danny Kennedy presentations from the last 20 years or so. Him speaking at info summits, him on the gold and the diamond CDs and all these things that were lost in the archives. I started going through them. I'm like, "these are amazing. I don't know how to sell these. 'Here's a CD interview of Dan talking for an hour about wealth creation or whatever'." It's amazing, but it's not a product, really. I was like, "what do I do with these things?" And so I decided to give them to you guys for free. And so we created a podcast called the Magnetic Marketing Podcast. And if you go to MagneticMarketingPodcast.com, you can subscribe to it there. And then you get hardcore raw Dan Kennedy interviews and audios once a week, which are ... they're really, really good. So I recommend doing that and diving into Danny. I love him. He's a little ornery, but man, he's brilliant. So anyway, there you go. There's an old Magnetic Marketing Podcast that the old company had ran, which was a bunch of people talking about Dan, which I did not love. And so if you search in the podcast search engine, you might find the old one. If you go to MagneticMarketingPodcast.com, that's the right one. And you'll know because there's a cool picture of Dan Kennedy in black and white, and looks amazing. He looks like the tough guy that he is. So anyway, that said, thanks, you guys so much for listening. Hope you enjoyed this podcast, hope you enjoy Dan's podcast as well, and I will talk to you soon. Learn more about your ad choices. Visit megaphone.fm/adchoices

Metro links and cross links are reminding everyone to be careful as Eglinton Crosstown LRT train testing is in progress. Please be alert as trains can pass at any time on the tracks. Remember to follow all traffic signals. Be careful along our tracks and only make left turns where it's safe to do so. Be alert, be aware, and stay safe. Good morning, everybody. Welcome back to the Marketing Secrets Podcast. Today, we'll talk about something interesting about when you have a success and you have a win, how to take that and roll it on to geometrically grow everything else you do inside your business.

So the big question is this. How are entrepreneurs like us who didn't cheat and take on venture capital, we're spending money from our own pockets. How do we market in a way that lets us get our products and our services and the things that we believe in out to the world and yet still remain profitable? That is the question and this podcast will give you the answers. My name is Russell Brunson and welcome to Marketing Secrets. Okay, so I hope you guys are awesome. Today, it's been snowing here in Boise and then today it's been raining, so it's all slushy and I've had fun driving kids to school every morning, or this morning. This is kind of one of my favorite things

is to drive them and have a chance to talk to them. And anyway, it makes me sad because my twins are about to get their licenses and then I'll probably not get to drive them anymore. But until they do, I'm enjoying it and it's just really fun. So just dropped off Aiden, my little man at school and have a few minutes while I'm heading back to the office. And I was thinking about something that I thought would be helpful for all of you guys. Cause I don't see this happen enough. In fact, I noticed with a lot of us entrepreneurs, like we do something that works really good and then we like move on to the next thing. Um, as opposed to being like, Hey, that worked really good. We should do more of that or we should focus on that or we should go deeper on that. Right. So a good example, um,

uh, just happened recently. So as you guys know, we, um, uh, bought Dan Kennedy's company and then we relaunched it last month. And, um, the relaunch went really, really well. And the way we launched it is we, uh, we took, it was a concept that Dan Kennedy and Bill Glazer did back in 15, 18, I don't know how many years ago when they, when Bill first bought the company. Um, you know, the company is basically a newsletter company. It had, 15, 18, I don't know how many years ago, when they, when Bill first bought the company, um, you know, the company is basically a newsletter company. It had, uh, the magnetic marketing newsletter. And so, um, when Bill bought it, he was like, I want to grow this. So he created something that he called the MIFKI. I talked about it on the podcast before. It stands for the most incredible free gift ever. And they launched it and that's how the newsletter grew originally and then um they sold the company

to private equity firms um who as a as a as a rule are not very good at actually marketing the way that we all market and they ran the business to the ground over the next decade uh so i had a chance to buy out of that and the first thing i did is like well what worked in the past oh the mifki we should remake the mifki so we built the mifki we launched it and um we added remake the MIFGI. So we built the MIFGI, we launched it. And, um, we added from the MIFGI, we added, uh, over 4,000 new paying members into the newsletter. So I want to do the math on that for you just cause it makes this really interesting. So, and, and obviously people are going to cancel, but let's just say they don't. So we had a 4,000 people at $97 a month. That's $400,000 a month times 12 months in a year. That's an extra $4.8 million a year

business we launched in a weekend by creating a really good MIFGI offer. That's awesome. Obviously, like I said, there's going to be a churn and things are going to drop. We're also going to start buying ads to it. The funnel converted extremely well. I think I talked about that. If not, hopefully you signed up through the funnel and you got the first January newsletters that break down the funnel. but you know, we were averaging 200 and something dollars for every free trial. So I can spend $200 to get a free trial and still be profitable, which is insane, right? Um, and now it's making that business where we can start growing it and scaling it. And I think, you know, by summertime I could have 10,000 members in there, pay 97 bucks a month,

which is a hundred, which is a million dollar a month business on info product newsletter. It's insane. And so for me, obviously I am the worst at keeping secrets. That's why all my books are called Dotcom Secrets, Expert Secrets, Traffic Secrets, because I just tell everybody my secrets. And on the podcast, I've shared this in the first issue of the newsletter I'm sharing. I'm not good at keeping secrets. But it's interesting because I'll share it out with most people and like, Oh, that's so cool. That's

awesome. And then they don't do anything with it. Um, I have somebody who I love and respect who I shared it with probably one of the first people I shared it with and I thought they were going to grab it and take it. And then I saw their next offer run out and they could have done the model that I did with the offer they did. It would have fit. It would have been a simple tweak to make it, to make it match that. And they didn't. And they launched something and they didn't follow the model. And I was like, man, if somebody told me that they had a funnel that was averaging $230, it might've been, anyway, insane EPC average cart value. And this is my market. It's something similar. I would look at that. I would have funnel hacked it. And I would have called an audible before I launched my funnel and made

tweaks and changes based on it. But they didn't, they just kind of said, Oh, that's wow. That's amazing. That's so cool. And then they went on. And I'm sure a lot of you guys heard me talk about it. You're like, Oh, that's so cool. And you went on. Okay. The, the way to like leverage this stuff, to leverage my wins, to leverage your wins, to leverage what's working in the market is to not do that. Right. Um, so for example, we launched the Mifki offer. It killed it. We had an urgency and scarcity where it closed down for like two weeks or something like that. I think it just went back live a day or two ago.

If you go to nobsletter.com, you can see the funnel, right? But after we shut it down, the first question was like, man, that works really good. We should create a MIFKI for ClickFunnels. Like that was the first thing, right? It worked here, let's do it again. We're mostly like, that worked awesome. And then they Like that was the first thing, right? It worked here. Let's work. Let's do it again. Uh, we're mostly like that worked awesome. And then they move on to the next thing and they forget about the success. Right. And so we sat down and said, well, what, how would we make a MIFG for ClickFunnels? What would that look like?

How do we make it? So the offers are resistible. So it gets people to stick longer. So it gets our average cart value up front higher. Like right now for me to get a ClickFunnels trial, just so you guys know, in paid media, for I paid ads, it cost me $300, um, between 250, $300, depending on a lot of things, but to get somebody to sign up for free ClickFunnels trial, which is fine because our lifetime value of customer is really, really high. And so we can do it. Um, but it's, it's a float, right? It takes me, you know, three to four months and honestly longer than that.

Cause you have churn and breakage and all that kind of stuff. But you know, it takes, it takes a good, almost a year to break even from me buying, uh, to get some time for a ClickFunnels trial, which is fine. But if I could tweak my front end funnel, so I was making $250, $300 for every trial we signed up, like now I break even immediately. And now guess what? I can outscale everybody once again. And, um, so I'm like, how do I do that? Well, we need a ClickFunnels Mifki offer. And so guess what we did? We spent, uh, like three hours in a room. How do we make a ClickFunnels most incredible free gift ever? That's what Mifki stands for.

Most incredible free gift ever. And we structure it. We sat down and we mapped it out. And then we're like, okay, now we have this. What's the hook? What's the story? Like, why are we doing this? Uh, what's the offer? Like, what do we send them in the mail so we can get the physical address? How do we build a community? How do we build uh community how do we build culture how do we like how do we weave all that stuff into uh an incredible offer and when it was done we literally mapped it out and i sat there i was like oh my gosh this will change click funnels forever and it's so simple it's nothing complicated right like all of us make good offers and we sell something but looking at through the lens of like the most incredible free gift ever, and then looking at the funnel we built for the Dan Kennedy

company and how high the average cart value, how high the EPCs were, and how high everything was, it's like, okay, let's take this model and let's replicate it over here. For you guys, I just want you to understand, when I share something, I'm excited and it's not like, oh, cool, Russell, that's awesome. It should be like, okay, how to implement this in. Like that'd be the first question I'd be asking myself instantly is how do we take this and do it? Cause it's awesome. Right. And so I want to put that out there. Cause I see a lot of people who don't do those kinds of things. Like when we launched the traffic secrets book funnel, um, it was the highest converting book funnel I'd done to,

to date. Right. It was awesome. And so instead of being like, man, that's awesome. The traffic secrets book funnels are great. I said, okay, what did we learn on this? What was the layout, the style of design, the tweet? Like what, what do we do different in this one than the other ones? We took those things and we, we moved them and we, we took all those best practices, all things we figured out and we did them on the other book funnels, went backwards in time. Now all the book funnels, um, match the model and they're all converting high. And right now we're in the process of, um, retweaking one of the book funnels to try to increase the cart value. And we're trying things and tweaking things to test things. As soon as we get it to work, then guess what we're going to do instantly

take those changes and roll them across all the book funnels. Right. Um, and so I just want you to understand, like, that's how you double down on this game. How do you get consistently better, geometrically better, not just incrementally. You know, a lot of people have incremental wins, like, Oh, they add this thing, they get a little better. Add this thing, they get a little bit better. Whereas I'm looking at like, like geometry. How do we geometrically grow what we're doing? Because I don't want to, you know, go from $150 million to $170 million. Like that's not inspiring or exciting or anything.

I want to go from $150 million to $300 million. Like, how do you do that? You don't do it by playing checkers. You do it by playing chess, right? Geometrically thinking differently, strategically., when you're when you have a win, you got to compound that win upon the other one, uh, as opposed to just, Oh, we had a win. Cool. And then moving on to the next thing, right? Everything needs to compound and increase and get better and get better. But to do that, it takes you becoming passionate about this. You know, I've talked about this a lot over the years. Like, um, you've got to become more passionate about the marketing of your thing than you do about the thing, right? Like all of us have

the thing that we're selling, that we're in love with it. The reason why we got in this business. But if you really love that thing, right? Whatever your product, your service, your, your messages, if you really love that, um, you have to become obsessed with the selling of that thing. One of the biggest mistakes I see influencers and people do is that they love their thing, they're having success, and they want to go hire a funnel builder and want to outsource it to somebody else. They want to like, who do I hire to build a marketing team? Who do I, or who do I, who can I outsource this to?

And it's like, ah, like you're missing it. That's the best part to figure out how to get your thing into people's hands. If you become obsessed with that part of it, that's how you really grow and scale and dramatically grow your companies, right? So for all you guys who are listening, I just wanted you to kind of look at that lens of number one, when I'm dropping gold and I'm dropping like this funnel's killing it, funnel hack it, look at it and then look at your old funnels and how do I weave this model in, right? Like that's number one. Number two is same thing for yourself. Like when you have a win, don't just be like, cool, that was awesome. Go back and roll that win across everything else.

You can increase, you can geometrically grow everything you're doing. Um, and number three, I become obsessed with this game. Um, again, the ones who are winning at the highest level, the ones who obsessed, they keep going into this and keep figuring things out and they have so much fun with it. And then they, they layer it on and they do the next thing and the next thing. And, um, that's how you can really, really have fun and, um, enjoy this. So I hope that helps. I hope that gets your, you can really, really have fun and, um, enjoy this. So I hope that helps. I hope that gets your, your mind thinking a little bit differently. Um, if it does and you

enjoyed this, then please let me know. All right. Thanks guys for listening. I appreciate you. Thanks for listening to this podcast. Um, and by the way, if you haven't heard yet, we, uh, with the launch of Dan Kennedy's company, we launched, uh, the magnetic marketing podcast, which is basically I took, I found tons of old Dan Kennedy presentations from the last 20 years or so. Him speaking at InfoSum, it's him on the gold and the diamond CDs and all these things, like all these things that were lost in the archives. And I started going through them. I'm like, these are amazing.

But I'm like, I don't, I don't know how to sell these. Don't sell them as a, here's a CD interview of Dan talking for an hour about wealth creation or whatever. Like it's amazing, but it's not like a product really. I was like, what do I do with these things? And so I decided to give them to you guys for free. And so we created a podcast called the magnetic marketing podcast. And if you go to magnetic marketing podcast.com, you can, you can, um, subscribe to it there. And then you get like hardcore raw Dan

Kennedy interviews, uh, and audios once a week, which are, um, they're really, really good. Um, so I recommend doing that and, uh, diving to Daniel. Love him. He's a little ornery. Um, but man, he is, uh, he's brilliant. And so anyway, there, there, there you go. There's an old magnetic marketing podcast that the old company had ran, which is a bunch of people talking about Dan, which, um, I'd not love. And so if you search in the podcast search engine, you might find the old one. If you, if you go to magnetic marketing podcast.com, that's the right one. And you'll know, because there's a cool picture of Dan Kennedy in black and white. It looks amazing. He looks like the tough guy that he is. So anyway, uh, with that said, thanks you guys for listening. Hope you enjoy his podcast. Hope you enjoy Dan's podcast as well.

And I will talk to you soon. Thank you for listening to the marketing secrets podcast. If you've loved this episode, then please take a screenshot on your phone and post it to Facebook, Instagram, or wherever you post stuff. And be sure to tag me and let me know why you like this episode and what you'd like to hear in the future. That'll help me to know what to create for you.

Also, Dan Kenney and I would love to give you the most incredible free gift ever designed to help you make maximum money in minimum time. This free gift comes with almost $20,000 worth of pure money-making information for free just for saying maybe. You can get this gift from Dan and from me right now at NoBSLetter.com. Not only are you going to get the $20,000 gift, you also can get a subscription to two

marketing newsletters that will be hand-delivered by the mailman to your mailbox each and every month, one from Dan Kennedy and one from me. To get this gift and your subscription, go to NoBSLetter.com right now.